Is the name of a software shop important in making the business successful? I'd say no considering that many stupid-name companies do great. Back in my iQuest days, we used to work together with a UK software consultancy company called Conchango, how about that for a name?
Still I can't help wondering about companies whose names relate to current technologies and trends - what about the times when these will be obsolete? If you are thinking ObjectMentor, I think they'll survive, and it turned out it was a good name choice since object has become the synonym for good programming style.
But what about XML-INTL? These guys should have it in their mission to make sure XML never goes away ... it can't be that hard, we all love XML, don't we? XML Networks are clearly better positioned, networks will not go away soon, if ever.
A particular case are the names in the Microsoft world. The chances a technology will go obsolete are weaker in this self-contained corner of the world where the open source community who usually create novelty (thus obsolescence) is not so active.
One trend I find today is promoting the website and not the company name. Clearly a better strategy from this point of view: in rough times, just clone the website and advertise for another technology while still operating the same company.
So from a technological name point of view, the business success recipe is clear: the broader the meaning, the less chances to go out of business.
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